Published on March 10, 2014
LEARN THE SECRETS TO GENERATE LEADS THROUGH YOUR WEBSITE Tiffany Sauder President, Element Three
A CHAT ABOUT… • Website expectations • How to make your website work for you • Why you can’t ignore it • How to make Google happy • Measuring stuff
ELEMENT THREE • HQ in Indianapolis • 30 Employees • Full-service brand & digital agency • HubSpot Platinum Partner
“" 70% OF A SALE IS OVER BEFORE A SALES PERSON EVER GETS INVOLVED” - Sirius Decisions
WEBSITE EXPECTATIONS WHAT IF WE THINK ABOUT IT DIFFERENTLY?
MAYBE IT’S NOT THE CARROTS
FUND YOUR WEBSITE LIKE YOUR BEST SALES PERSON
HAS YOUR WEBSITE MET IT’S MONTHLY QUOTA?
HAS YOUR WEBSITE MET IT’S MONTHLY QUOTA? IF NOT, FIRE IT.
MARKETING PEOPLE LOVE
Marketing’s Job Through the Sales Funnel Generate Traffic Capture Lead Nurture Lead Retain & Upsell Customer
ENGAGE YOUR AUDIENCE AND GENERATING WEBSITE TRAFFIC
But here is what we do instead
CUSTOMERS WANT ANSWERS • Imagine trying to start a meaningful two-way conversation without knowing the person with whom you’re speaking. • Relevant conversations = qualified leads. • When you understand your customers, you can create helpful content that speaks to them in their language. • When you truly understand their pain, you can provide the best solutions.
How do we do this? • Blogs to drive traffic • Calls to action to engage website traffic • Top of the Funnel offers • Middle of the Funnel offers • Bottom of the Funnel offers • Landing pages to convert website traffic • Email to nurture leads into a sales ready opportunity
“" Companies that blog 15x or more per month get 5x more website traffic than companies that don’t blog HubSpot benchmark report
“" Companies with over 200 blog articles have >5x the LEADS than those with 10 or fewer. HubSpot benchmark report
UNDERSTAND HOW PEOPLE SEARCH.
GOING ON A HOLIDAY? SEARCH TERMS AVG. MONTHLY SEARCHES holiday insurance 74,000* holiday insurance 480** *England ** United States
MIX BRANDED & NON-BRANDED TERMS Branded Term: Element Three Non-Branded Term: Inbound Marketing On 53% of conversion paths, the last click is on a generic (nonbranded) keyword, according to Google research
Map the buyer journey
THEY ASK. YOU ANSWER. | Marcus Sheridan
MEASUREMENT KNOW WHAT WORKS.
Website CRM HTML Email Blog Social Media Landing Pages Google Analy=cs Pay Per Click Search Engine Op=miza=on
Website SalesLogix HTML Email Blog Social Media Landing Pages Google Analy=cs Keyword Research Search Engine Op=miza=on HubSpot closed-‐loop marke=ng Track leads from their ini=al channel through ﬁrst conversion all the way to becoming a customer – from a single database
MOZ SURVEY: TOP 5 MARKETING METRICS 1. Conversions 2. Revenue 3. Leads 4. Unique visits 5. Rankings Source: http://moz.com/industry-survey
BE REALISTIC WITH YOUR EXPECTATIONS.
START. LEARN. ADJUST
Want to learn more? Join us in Indy. JUNE 19th GoInboundMarketing.com @TiffanySauder
QUESTIONS? www.facebook.com/elementthree @tiffanysauder http://info.elementthree.com/
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